Okaloosa County BOCC — Sep 9, 2013 — reading text

Emerald Coast Investment & Return: • Cost: $124,000 • Impressions: 1,5851,136 minimum Source: MRI Doublebase 2012 83 Packet Pg. 338  5.a.1 Southern Living Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Added Value for “ A Very Emerald Christmas”: • Circulation: 15,000,000 • New in-book promotional page • 1 of 5 highlighted Christmas promotions • December placement – on sale date of 11/15/13 • Southern Affairs Marketplace - December • Listing with link • 30 words of copy & logo/image • 715,000 impressions 84 Packet Pg. 339  5.a.1 Family Circle, Family Fun, Parents Highlights: Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • 1,634,349 circulation, Key Emerald Coast feeder markets • Visit Florida Full Page 4C ad: May 2014 • Regional ad: AL, FL, GA, KY, MS, NC, SC, TN, VA, WV • National Reader Service Listing - leads Rationale: • Provides additional frequency against mom target • Publications have high affinity for target travel to Florida • Family Circle 98 Index • Family Fun 167 Index • Parents 188 Index Investment & Return: • Cost: $53,674 • Impressions: 1,634,349 minimum Source: MRI Doublebase 2012 85 Packet Pg. 340  5.a.1 Bon Appetit/ Architectural Digest/Vanity Fair Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Circulation: 322,000 , Key Emerald Coast feeder markets • Full Page 4C ad: July 2014 • In addition to print, utilization of database for marketing Rationale: • Publications have high affinity for target travel to Florida • Bon Appetit 186 Index • Architectural Digest 251 Index • Vanity Fair 137 Index Investment & Return: • Cost: $83,650 • Impressions: 322,000 minimum Source: MRI Doublebase 2012 86 Packet Pg. 341  5.a.1 Travel + Leisure/Food & Wine Highlights: Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • Circulation: 950,000 • Half Page 4C ad: Visit Florida: May 2014 • Custom advertorial creation • Brand ad adjacent to advertorial Rationale: • 45% more likely to spend 3+ nights at any hotel/motel in last 12 months • 69% more likely when they find a vacation spot they like, they go back • 69% more likely to have gone to the beach/dined out/gone fishing Investment & Return: • Cost: Dollars accounted for in online portion • Impressions: 950,000 minimum Source: MRI Doublebase 2012 87 Packet Pg. 342  5.a.1 Travel + Leisure/Food & Wine Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights (Digital): • March – May exposure: • Custom expanding rich media unit – 2,000,000 impressions • Custom dedicated e-blast to reach 60,000 readers • Explorer: T+L in-book and online reader service program • Check-in: Visit Florida section will be featured on Travel+Leisure’s marketing and promotions site, in the Travel Guide section • Advertorial available for download with links to Emerald Coast’s website • Impressions: 2,000,000 minimum 88 Packet Pg. 343  5.a.1 Regional Magazines Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) • 25+ Top-feeder markets • Atlanta • Texas: Houston, Dallas, Austin+ • Alabama: Birmingham, Montgomery, Mobile-Pensacola+, Huntsville • Tennessee: Nashville, Knoxville, Chattanooga, Memphis • Mississippi: Biloxi-Gulfport, Jackson, Meridian+ • Louisiana: New Orleans, Baton Rouge • Ohio: Cincinnati, Columbus • Missouri: St. Louis, Kansas City • Louisville • Tallahassee • Little Rock • Full Page 4C units: Christmas, Spring/Summer, Fall • Leverage investment with publisher groups to create added value extensions • Co-Op plan provides reach in markets not within Leisure Plan • 778,000 minimum impressions per insertion (group of magazines) 89 Packet Pg. 344  5.a.1 Packet Pg. 345 Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan)  5.a.1 Digital Outdoor Boards Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • 6 metro market exposure • Combination of Leisure Plan and Co-Op Plan • Recommended Christmas 2013 & 2014 Rationale: • High impact visuals with increased noticeability Atlanta • Flexibility with creative messaging Birmingham • 24/7 exposure Nashville Huntsville Memphis Investment & Return: Kansas City • Cost: $40,000 • Impressions: TBD, based on locations purchased 91 Packet Pg. 346  5.a.1 Toronto Life Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Circulation: 89,468 • Full Page 4C ad: Visit Florida: Escape to the South – January • On Sale Date: 12/12 Rationale: • Canada’s #1 city magazine • Readers are 70% more likely to have traveled to Florida in past 3 years Investment & Return: • Cost: $10,949 • Impressions: 89,468 minimum 92 Packet Pg. 347  5.a.1 Crossings Magazine Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Circulation: 150,000 • Full Page 4C ad: Spring 2014 insertion – 2/14/2014 • Florida editorial & guaranteed Emerald Coast specific content Rationale: • Canadian pub for cross-border explorers • Distribution in 7 Ontario daily newspapers, Windsor CVB, Windsor Airport, travel information centers across Ontario & travel agents • Distribution in Ontario and Michigan Investment & Return: • Cost: $4,500 • Impressions: 150,000 minimum 93 Packet Pg. 348  5.a.1 Yahoo Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Yahoo is able to leverage user data (recent searches pages consumed, etc.) to behaviorally and geo-target to the most relevant audiences across its network • Placements proposed: • Behavioral and geo-targeted Mail placements • Behavioral and geo-targeted Run of Network placements • Re-targeted placements, reaching consumers who went to EmeraldCoastFL.com but did not take the desired actions Rationale: • Reaches 86% of general Okaloosa target, per Comscore Yahoo Travel 300x250 Banner • Allows for targeted scale • Re-targeting is proven means of driving site engagement Investment & Return: • Cost: $117,000 • Impressions: 27,225,916 94 Packet Pg. 349  5.a.1 Google Attachment: Strategic_Marketing_Plan_10.24.13 (2193 : Strategic Marketing Plan) Highlights: • Text ads targeted to searches related to our various targets: • Spring: “couples getaways”, “spring beach trip ideas” • Snowbirds: “extended stay beach condos”, “warm weather travel” • Summer: “family vacation”, “beach trip with kids” • Fall: “fall trip ideas”, “fall beach vacation” • Winter: “holiday travel ideas”, “Christmas family getaway” • Text ads targeted to general travel terms, competitive terms, and branded keywords during non- targeted time frames Rationale: • Reaches consumers when they are actively seeking out information related to